Globe and Mail’s Daniel Leblanc recently asked photo editor Michael Davis to evaluate pics distributed by  PM Stephen Harper, and party leaders Justin Trudeau and Thomas Mulcair.  His feature A Snapshot of How Federal Leaders Frame their Image deserves a second look now Canada Day officially kicked off the political BBQ season.

In evaluating the politicians’ images, Davis declares Liberal Leader Justin Trudeau the winner when it comes to building a positive brand image with his official pics. (Remarkably, Mr. Davis sifted through an estimated one million pictures while working as the lead photo editor in the George W. Bush White House. He can’t be accused of political bias).

Mr. Trudeau “is willing to be openly perceived as he is, not as he is crafted,” observes Mr. Davis. He adds, “It suggests he is much more open to being photographed. As a consequence, he comes across as a much more sincere, caring candidate and human.”

And, I suggest, this is yet another reason why Mr. Trudeau seems to appeal to younger voters. They have been surrounded by an unprecedented stream of social media images since their early teens.  Younger voters can spot a fake pic from a mile distance. Photo ops of smiling men in dark suits holding babies? The Snapchat, Instagram and Flickr crowd won’t buy the message.